PRESENTED BY :

FRUITOS AND VEGETOS GROUP 10

88% PEOPLE PREFER CHIPS AS A 55.4% PREFER HEALTHY FRUIT/VEGETABLE CHIPS
SNACKING OPTION OVER GENERAL SNACKS

PREFER DO NOT PREFER MAYBE

YES NO

66.3% PEOPLE SAY THEY HAVE ALREADY 78% PEOPLE ARE WILLING TO PAY A HIGHER
TRIED VEGETABLE/FRUIT CHIPS PRICE FOR THE FRUIT/VEGETBLE CHIPS

TRIED NOT TRIED

YES NO
3
 Brand Taste Health Distribution / Popularity
Pringles (Kellogg's) 8 4 5
Uncle Chips (PepsiCo) 7 2 6
Lays (PepsiCo) 7 3 10
Bingo 6 2 8
Too Yumm 6 7 8
Balaji 6 2 8
Diamond 6 2 7
Doritos 8 3 5
Terra 7 9 2
Appitas 7 9 2
Local brands 8 7 1
Ritebite 7 10 4
Fruitos 9 10 8
Each brand has been rated against 3 parameters (Taste, Health and Distribution) on a scale of 1
to 10 (10 being the best score in each parameter).
5
 Pringles (Kellogg's)
10
Fruitos 9 Uncle Chips (PepsiCo)
8
7

Ritebite 6 Lays (PepsiCo)

5
4
3
2 Taste
Local brands 1 Bingo Health
0 Distribution / Popularity

Appitas Too Yumm

Terra Balaji

Doritos Diamond
 SWOT ANALYSIS
STRENGTHS: WEAKNESS:
High Nutritional value and unique taste Availability of all the required fruits/ vegetables
Availability Of Capital at all times or inability to store a particular fruit
Low on fat chips and Long lasting packaging in off season
Huge distribution channel of LAYS, High brand High transportation cost (because different
value and visibility fruits/vegetables are to be brought from
different places)
First Mover Advantage(in the specified price
range) Lack of different flavors
Customer loyalty to the company Brand Cannibalization

OPPORTUNITIES: THREATS:
Increasing demand for healthy products Introduction of substitutes through direct or
indirect competitors
Increasing target market for the product
Changing snack food preferences (behaviour)
Replacement as an everyday snack of customers
New localized flavors

8
 PORTER’S FIVE FORCES MODEL

• Receive supply fruits and vegetables from small landholders.

• Quality requirements of Frito-Lay for process-grade inputs are very strict, the company helps
smallholder farmers produce vegetables and fruits that are suitable for processing.
• The production margins of farmers given by Frito-Lay is higher than traditional market
Supplier Power:
MODERATE • These are elements that will contribute to retaining farmers from defaulting on their supply
contract with Frito Lay despite the lack of enforcement mechanism for these contracts.

• The Target Group will have LOW TO MODERATE power as they have access to BUYER
competitors’ products through online channels but due to their high price range the POWER :
willingness to buy their product will be low. LOW to
MODERATE

9
 • Multi grain chips for snacking
THREAT OF • No substitute for fruit chips
SUBSTITUTES
: LOW

POTENTIAL
• Difficult to introduce a similar product in the same price range ENTRANTS:
• High brand value of the brand Frito Lays LOW
• Wide distribution channel

• Major players :
INDUSTRY o sell their products online through Amazon etc
COMPETITION : o Sell their product at a higher price (Rs 180/ 50gms) as compared to our
LOW intentional price
o Sell specified chips like banana chips, okra chips etc rather than selling a
mix of all fruits/ vegetables in 1 packet

10
PRODUCT DESCRIPTION : Raw material consumed Composition of the mix Ratio
Carrot 16 4
 From LAYS, Beetroot 8 2
Broccoli 12 3
 Exotic sun dried fruits and vegetable chips
Spinach 12 3
 To excite your taste buds and enrich your snacking Jackfruit 12 3
experience. No. of Chips 60 15

 Packed with high nutritional value

 Minimum preservatives
 The product focuses on kids and health conscious
people.

 The product will be

present in two SKUs.
(45gm and 90 gm)

 The price of the 45gm

packet will be Rs.30
and price of 90gm
will be Rs.60
13
PRODUCT PROTOTYPE

A
Zero Trans Fat N
Y
W
H
E
R
E

A
N
Y
T
I
M
E
Net weight 90 gm
₹ 60/-
A Incl. of all taxes
S
“TRY ALL NEW VEGETOS TOO”
M
U
C
H
 BRAND CORE

Brand as Brand as an Brand as a Brand as a

Product Organization Person Symbol

1) Product Scope: 1) Innovative and

Snacks 1) Innovation 1) Health Conscious environment friendly
2) Product 2) Quality Food 2) Energetic packaging
Attributes: Healthy 3) Environment 3) Fat Free 2) Fun
and nutritious Friendly
3) Uses: On the go 4) Variety
snacks
4) User: Fruit Lover,
Kids and Health
Conscious People

16
 PHYSIQUE
PERSONALITY
• Sun dried
• Fun and Friendly
• Crispy & Tasty
• Innovative
• Nutritious

RELATIONSHIP CULTURE
• Closer to • Trustworthy
youngsters • Vibrant
• Loyalty to the • Dynamic
brand • Multinational

REFLECTION SELF-IMAGE
• High quality • Cool
• Youth • Smart
• Healthy • Not just a chip
packet
18
DISTRIBUTION STRATEGY AND NETWORK

The company’s products reach the market through the following three
channels:

1. Direct Store Delivery (or DSD)

2. Customer warehouse
3. Third-party distributor networks.

PepsiCo chooses the relevant distribution channel based on customer

needs, product characteristics, and local trade practices.

Leaner teams, push model where shopkeepers get an incentive to

recommend the product to customers, higher margin for both distributor
and shopkeeper will be followed for FRUITOS AND VEGETOS.

20
 • Vertical marketing system for distribution will be opted.
• Depending upon the purchase point, the channel may be
administered or contractual (eg Subway, KFC)

• The company will use its GES (geographic enterprise system) to

lessen the amount of material handling in the supply chain while
boosting productivity.

• Use of multitude of intermediaries will be done to supply,

stock, and communicate their products to a large target
audience.
• Intensive distribution method, which entails stocking its
products in as many logical outlets as possible will be
undertaken.
21
 SEO, INR 16,000,000
Budget = ₹ 80 crore
, 20% Print Advertising, INR
24,000,000 , 30%

Print Advertising
PR, INR 8,000,000 ,
10% Promotional Activities
Online Advertising
Social Media
PR
SEO

Social Media, INR Promotional Activities,

Online Advertising,
8,000,000 , 10% INR 8,000,000 , 10%
INR 16,000,000 , 20%
 • A 360 degree marketing campaign shall be run to promote Fruitos and Vegetos.
• Primary idea behind communication is to “induce trials”

BTL MARKETING :

Sponsorship to marathons or health related

1. events(cycle race, etc) will be done.

Also, billboards, standies and banners will

2. be placed in such places.

Publish Advertisements in leading health

3. magazines like Health, Shape, Forbes.
 ATL MARKETING :

Trial through FRUGIES: TOKENS of different denominations present inside the normal Lay’s potato chips
1a. pack

1b. Collect the tokens and add them to make Rs.50 and get a free Fruitos/Vegetos.

2. In-store Marketing : Setup Kiosks in Malls to induce trials.

Partner with Multiplexes : Offer the Fruitos/Vegetos Packet as a munching option in place of the
3. popcorn
Collect Frugies
Get a Fruitos or
4. Indirect Promotions through influencers on social media
a Vegetos Free

5. Return 10 empty packets and get a Vegetos/Fruitos FREE !

26
 DIGITAL MARKETING :

• There will be social media campaign

called The Lay’s “Do Us A Flavor”
campaign.

• Considering our target group to be

the ones who use mostly internet,
this campaign will help increase the
customer engagement.

• It will ask the customers to choose/poll for the

Flavours of the fruit and vegetable chips.

• And then the most rated flavours will be

available for trial in the market.